Kano Model – analysis of product features from the customer's perspective

The KANO Model is a tool that helps understand how different product features impact customer satisfaction. Instead of starting with customer needs, the model focuses on differentiating functions and attributes, classifying them based on their impact on satisfaction.

🧪 What is the KANO Model?

The model was developed in the 1980s by Dr. Noriaki Kano and has since been widely used in quality management, UX, and product development. The main premise is that not all product features affect customers in the same way - some are basic, some evoke delight, and others are only noticed when they are missing.

🧩 Classification of features according to the KANO model

• 🧱 Basic Needs:
  Customers expect these to always be present. Their absence causes dissatisfaction, but their presence does not increase satisfaction.
   

• ⚙️ Performance Attributes:
  They have a linear impact - the better they are, the higher the satisfaction. Their absence or low level generates dissatisfaction.
   

• ✨ Delighters:
  Unexpected features that trigger positive emotions. Customers do not expect them to be present, but greatly appreciate them.

🧠 How does feature analysis with the KANO method work?

• 🤝 Brainstorming:
  The team identifies potential product features that could impact user satisfaction.
   

• 🗃️ Categorization:
  Features are assigned to one of the categories: basic, performance, or delighters.
   

• 📊 Impact assessment:
  The impact of each feature on customer satisfaction is analyzed, often using KANO surveys and qualitative research.

🌟 Advantages of using the KANO model

• 🧭 Understanding real customer expectations:
  Helps create products more aligned with the emotional and functional needs of customers.
   

• 🎯 Product feature prioritization:
  Helps determine which features to develop first to get the highest return on investment.
   

• 🚀 Increased market competitiveness:
  By identifying delighter features, it is possible to distinguish the product from the competition.

📝 Summary

The KANO Model is a simple yet effective tool supporting product design, development, and improvement. It allows looking at features from the customer's emotional perspective, enabling the creation of solutions that not only meet requirements - but truly delight.

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